Introductory description

eCustomer Relationship Management (eCRM) tools and techniques are key to the modern enterprise, particularly for eBusiness and eCommerce companies. At its essence, successful eCRM is achieved at the intersection of people, process, and technology, each of which represents a key theme of the module.

People: concerning the business's customers but also its staff. This aspect includes sessions on selling, customer requirements, influencing, and the use of social media channels to manage relationships.

Module aims

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

1. eCustomer Relationship Management Fundamentals
   a. What is eCustomer Relationship Management?
   b. People, Process and Technology

2. Customer Management (People)
   a. Lead Generation
   b. Sales Pipelines and Sales Practice
   c. Customer Segmentation
   d. Social CRM (CRM through social media)
   e. Reputation Management

3. Process and Project Management (Process)
   a. Process Mapping
   b. Process Re-engineering and Optimisation
   c. Project Management for eCRM

4. eCustomer Relationship Solutions
   a. eCRM Tool Analysis
   b. Customer Data Management
   c. Solution Integration

5. eCustomer Relationship Management Simulation
   a. A simulation exercise incorporating the aspects above.

Learning outcomes

By the end of the module, students should be able to:

• Demonstrate a comprehensive understanding of eCustomer Relationship Management
• Critically evaluate and map business processes, and evaluate opportunities for optimisation
• Interpret and evaluate business requirements and determine appropriate eCustomer Relationship Management solutions
• Critically evaluate complex organisational structures and determine appropriate implementation plans

Indicative reading list

Buttle F and Maklan S (2015). Customer Relationship Management: Concepts and technologies (3rd edition). London, UK: Routledge. ISBN-13: 978-1138789838.
Fjermestad J and Romano N (eds.), 2006. Electronic Customer Relationship Management. Armonk, NY and London, UK: M.E. Sharp. ISBN: 0765613271.
Godin S (1999). Permission Marketing: Turning strangers into friends and friends into customers. New York, NY: Simon and Schuster. ISBN: 0684856360.
Robert D (2011). The Basics of Process Mapping. New York, NY: CRC/Productivity Press. ISBN-13: 978-1563273766.
Vaynerchuk G (2011). The Thank You Economy. New York, NY: Harper Business. ISBN-13: 978-0061914188.
West DC (2015). Strategic Marketing: Creating competitive advantage. Oxford, UK: Oxford University Press. ISBN-13: 978-0199684090.
Zikmund WG, McLeod Jr. R and Gilbert FW (2003). Customer Relationship Management: Integrating marketing strategy and information technology. Hoboken, NJ: Wiley. ISBN: 0471271373.

View reading list on Talis Aspire

Subject specific skills

Customer relationship management, customer experience management, social media, reputation management

Transferable skills

Presentation skills, research, teamwork, consulting skills, sales skills, critical thinking